Role of International Exhibitions in Marketing Development of Sport Products with Emphasis on Marketing Mix (Case Study: The 15th International Exhibition of Sports Equipment of Tehran)

Aghaei, Ardalan and Moharramzadeh, Moharramzadeh and Naghizadeh Baghi, Abbas (2018) Role of International Exhibitions in Marketing Development of Sport Products with Emphasis on Marketing Mix (Case Study: The 15th International Exhibition of Sports Equipment of Tehran). Masters thesis, University of Mohaghegh Ardabili.

Text (نقش برگزاری نمایشگاههای بین المللی در توسعه بازاریابی محصولات ورزشی با تاکید بر آمیخته بازاریابی (مطالعه موردی: پانزدهمین نمایشگاه بین المللی تجهیزات ورزشی تهران)) Ardalan Aghaei.pdf Download (1MB)

Abstract

Research Aim: This study aimed to explain the role of international exhibitions in marketing developments of sport products from the marketing mix viewpoint. Research method: The research methodology was descriptive in terms of strategy. Also, it is a survey research in terms of the procedure and a field study in terms of data collection. The statistical population of the study consisted of domestic manufacturers for sport goods and equipment during 2017 among which 78 ones were selected by simple random sampling based on Morgan and Krejcie tables. A questionnaire was used to measure the relationship between marketing mix components and sale volume and concluding commercial contracts. Validity of the questionnaire was confirmed by supervisor, advisor and sport management and its reliability was confirmed by Cronbach's alpha. In order to be natural, the data were analyzed using skewness and kurtosis methods and descriptive and inferential statistics (Pearson correlation coefficient) were used at the significance level (p≤0.05). The whole analysis processes were done using Excel and SPSS software Ver24. Finding & conclusion: The results showed that there is a positive and significant relationship between easy access to distribution centers with selling sport products and concluding commercial contracts (p≤ 0/01). Also, there was a positive and significant relationship between proper pricing and the amount of business contracts (p≤ 0/01). The relationship between the appropriate advertising variable and the sale volume was positive and significant (p≤0.01) while there is no significant relationship between appropriate advertising and the amount of business contracts (p≤0.096). Keywords: exhibition, marketing mix, marketing development, sports.

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